Although sometimes it seems like it, marketing isn’t just a numbers game. The foundation of marketing is built upon people and customer relationships. The changes we see now are pushing us to return to our roots by placing people back at the epicenter of our initiatives.
But don’t today’s consumers want personalized content and messaging? The short answer is: Yes, they do. A longer answer is: Modern consumers want personalization from marketing materials that relate to them on a deeper level.
The fact of the matter is that lack of regulations on data privacy has caused marketers to lose sight of the human side of the business, making the Wild West in terms of what is right and wrong. This new endemic age is putting an end to the lawless data privacy landscape, encouraging marketing teams to put consumers first and focus on fostering relationships with people rather than catering to data points.
Relationships First, Data Second
Marketing teams can’t just say, “Hey we know you because you clicked on this.” They have to show them they know them by creating personalization on a deeper level, proving that they know what they are interested in based on who they are as a person and not where they clicked last week.
Yes, data is crucial to modern marketing, however, the key to success is not about collecting , it’s about how you leverage it to foster relationships with your brand to forge loyalty. In other words, it’s all about the personal level of the experience consumers are having with your brand. Focusing on relationships based on value exchanges over time, rather than transactional relationships, means ensuring customers receive welcomed messaging from your brand that resonates with them. This results in increased customer engagement and long-term loyalty, which in turn, creates a deeper understanding of your consumers.
It’s All About Trust
The lack of regulations when it comes to digital property and personal data utilization has created a lack of trust and comfort for the consumer, and rightfully so. While it is common knowledge that modern marketing hinges on understanding and appealing to customers via aggregated data and preferences, how this is executed is not. As consumers have become more educated and new digital privacy regulations emerge, marketing teams must shift their focus from, “How do I convert people?” to “How do I help people?”
As marketers, it is our job to make valuable information available to clients when and where they want and need it, and the pandemic has only amplified this need. In other words, marketing teams must fully understand their consumers, from personal preferences to wants and needs, to create empathetic, valuable content that is designed to educate and appeal to them across multiple channels. Leveraging this type of value based within your will help bolster customer engagement and built customer loyalty through trust.
Fostering customer relationships is critical in this new endemic era. Although consumers are more inundated with information than they ever have been, they are also in the driver’s seat when it comes to their digital footprint. At the end of the day, this means marketing teams must focus on building trust between customers and their brands through valuable and transparent interactions. It is clear that the north star for this endemic era is fostering relationships in both the marketing world and beyond.